For companies building a new website, the choice of domain name is a vital part of its potential success. A good domain name will be instrumental in terms of SEO (search engine optimisation) and SMM (social media marketing).
As SEO has evolved, there has been a trend to choose or purchase domain names that contain keywords in an attempt to increase click through rates and climb up the rankings of Yahoo and Google, as well as other search engines.
A significant number of SEO managers will ensure companies secure domain names that exactly match their targeted keywords. For instance, a company selling electric bikes may purchase something like ‘buyelectricbikes.co.uk’.
Despite the existing approach to domain name choice, recent changes to Google have revealed that matching targeting keywords within a domain name is no longer as important to ranking success as previously thought. This doesn’t mean that businesses should completely forego domains that include keywords but they do need to understand there are other factors to consider when choosing.
Domain names which include keywords offer good ranking and increased click through rates but as digital marketing evolves, a brand-friendly domain name is becoming increasingly important. Google’s Eric Schmidt explained:
“Brands are the solution, not the problem. Brand affinity is clearly hard wired. It is so fundamental to human existence that it’s not going away.”
In social media, and within search engines, a domain name is the initial way in which a user will identify a business. A strong brand is likely to demand higher click through rates.